Bringing An Australian Icon To American Shores
CREATIVE DIRECTION • PHOTOGRAPHY • PROMOTIONAL EMAIL • SOCIAL MEDIA • COPYWRITING • VIDEO
Australian boot manufacturer, Blundstone, came to RDA to help launch the brand stateside. Though they were renowned in their native land, they were a new entrant to the US market.To mark their arrival, we created a marketing initiative that would raise brand awareness, build social presence in the US, and establish an authentic lifestyle appeal.
BUILDING A PASSIONATE FANBASE THROUGH THE #HOWIROAM SOCIAL MEDIA CAMPAIGN
Doing what you love sets you free. For many consumers, social media provides a momentary escape from reality, and allows them to share their passions and experience things vicariously through those they follow.
Inspired by that insight, we took to Instagram and created the #howiroam photo contest—a social media campaign that encouraged Blundstone fans to share their moments of living life to the fullest for a chance to win a Ducati Scrambler. To set the tone, we set out on a motorcycle journey through the Pacific Northwest and created original #howiroam content to introduce fans to the adventurous side of the Brand.
FORMING PARTNERSHIPS TO EXPAND OUR WORLD
Partnering with Ducati went a long way to getting the brand attention, but it also created a challenge: would new fans think Blundstones were only motorcycle boots? The brand is about freedom, and motorcycles are but one example of that. To ensure that new fans would understand the breadth of Blundstone, we developed five passion points for the brand (film, music, craft, food and the great outdoors) and partnered with likeminded brands such as PolerStuff, GoPro, and REI to expand the world beyond motorcycles.
TURNING FANS INTO BRAND AMBASSADORS WITH #HOWIROAM STORIES
The initial launch of the #howiroam campaign was met with such success, that our fans continued to use our hashtag long after the motorcycle had been awarded. To celebrate their passion, we decided to focus the next year’s photo contest on them. To that end, we found five of our biggest fans (each representing one of the brand’s passion points) and produced a series of video essays asking them how they roam for the following year’s contest.
"How I roam would be following my bliss, if I were going to quote Joseph Campbell. How I roam is not making excuses. How I roam is living a hard life involving a lot of sacrifices, but no regrets.”
- Amy Grigg, professional artist, woodworker
"I roam all over the place. Whether it’s getting in the car and driving somewhere, or getting in my boat and sailing somewhere, or going surfing somewhere. It's always somewhere."
- Mikey DeTemple, professional surfer, photographer
WITH INCREDIBLE RESULTS, #HOWIROAM GOES GLOBAL
From its initial launch, #howiroam was met with great enthusiasm. Since its debut, the brand has:
Strong partnerships with leading brands, including: Ducati, Go Pro, Poler Stuff, Will Leather Goods, among others
20% increase in fan growth attributed to the contest
Seen nearly 15,000 user-generated posts with the hashtag
Initially planned exclusively for the US, #howiroam has now been adapted as a global contest and communication platform for the brand.